Assessment of Colgate Palmolive's Competitive Position
Toothbrush manufacturers have poured millions of dollars and hours, to marry form and function in oral health care products that enable their users to brush frequently, comfortably, and above all, properly. Along the way, they have built the U.S. oral care market into a $2.9 billion industry, changed the brushing habits of millions and turned the lowly toothbrush into a trendy lifestyle accessory.
As the consumers are becoming more concerned about the health of their teeth, the toothbrush companies are focusing on helping them have an optimal dental health, and offering various types of toothbrush; to do this they must be all the time focused on what the customer's needs are.
And for this reason, the toothbrush companies have made numerous functional and aesthetic changes to the heads and bodies their products. Some toothbrushes have an indicator who tells you when to change the toothbrush; handles were thickened for a more comfortable grip and lengthened to extend the reach of the bristles. Shaft materials changed, incorporating translucent and more flexible plastics in the handle and rubber components fashioned into thumb ridges to help prevent slippage. The toothbrush market has become very competitive, and Colgate-Palmolive is facing strong competition for its products from existing companies like Johnson & Johnson and Oral-B and new companies such as Procter & Gamble and Smith Kline Beecham who positioned their new product lunches in the super-premium toothbrush segment.
In 1991, CP launched new products in the U.S market CP and held 43% of the world toothpaste market and 16% of the world toothbrush market. Other oral care products included dental floss and mouth rinses. In 1991, worldwide sales of CP's oral care products increased 12% to $1.3 billion, accounting for 22% of CP's total sales.
2. How is the toothbrush market segmented
.? Compare consumer behavior for toothbrushes and toothpaste
..?
The toothbrush category is divided into two segments: value and professional. Also, the toothbrushes are differed by bristle type ( firm, medium, soft and extra soft) and by head size (full/adult, compact and child/youth). In the beginning the toothbrushes were introduced on the basis of functional features but in the late 1980's this changed and many new toothbrushes were introduced on the basis of aesthetic and of course this changed because in 1991 new product introduction were again focused on technical performance improvements. Generally, different people have various needs for buying toothbrush.
Furthermore, we have three groups of consumers:
A hygienist then asks what polisher flavor the patient would like. What the polisher does is remove any fragments of plaque remaining and surface stains on the teeth. A hygienist will then go over how to properly floss teeth for future references. Flossing is the only way to remove plaque in between the teeth. The hand scalers and polishing can only do so much. Most patients believe that flossing isn’t a big deal and make excuses such as “I forget to do it” or “I don’t know how.” This is what a hygienist is for; to properly educate the patient how to take care of the mouth by teaching them how to floss if necessary and prevent serious
The Procter and Gamble Company. (2013, November 17). Company Strategy. Retrieved March 22, 2014, from http://www.pginvestor.com: http://www.pginvestor.com/GenPage.aspx?IID=4004124&GKP=208821
A dental hygienist is a very important role in any dental office. As stated by a dental assistant, “Dental hygienists work closely with the dentist as well as hands on with the patients. They assist dentists with operative procedures such as fillings and extractions, and making molds of patients teeth” (Wilson, Jennifer). A large part of their job is teaching patients proper dental care to ensure a lifetime of healthy teeth. This includes proper brushing and flossing techniques. According to the job out look, a day as a dental hygienist can include taking x-rays, cleaning and scaling teeth, charting treatment plans, putting sealants on teeth, taking impressions of teeth and completing information about the patient’s oral and medical history (Summary). In some states dental hygienist are allowed to give local anesthetic and place and remove sutures (Delivering Local Anesthetic). According to advantages of becoming a dental hygienist, hygienists spend more hands on time with the patients than the dentist does. These are some of the instruments that dental hygienists use on a daily basis: toothbrush, scaler, mirror, ultrasonic scaler, explorer, suction, computer, salvia ejector, rubber cap polisher, dental models, x-ray machine and probe. The dental hygienist uses a toothbrush to remove soft plaque from the teeth. Plaque is a soft coating on the teeth that contain bacteria. The bacteria can cause tooth decay and gum disease. The amount of plaque on the teeth gives the hygienist an idea of how well the daily brushing and flossing of the patient’s teeth are completed on a regular basis. The scaler is used to remove hardened plaque or calculus from the teeth. The mirror is used to look closely at the surfaces of the teeth a...
During 1911, Proctor and Gamble introduced Crisco, the first all-vegetable shortening, beginning what would be the first in a long line of different unrelated products the company would develop in the future. Such products include Tide washing detergent, Crest toothpaste, Charmin toilet paper, Pampers baby diapers, Folgers coffee, Bounce fabric softener, Pert Plus shampoo, and Bounty paper towels, just to name a few. With these products, and the more than thousand others, Proctor and Gamble leads the world in sales in almost all categories of household products. Sales hit the one million mark by 1859, roughly 22 years after the company was formed.
Listerine created a market for mouthwash in the 1920’s when they marketed it as a solution to chronic halitosis. However, in 1983, a new feature was added in which Listerine also fights plaque making it more desirable for consumers concerned with dental hygiene. Today, it continues to fight bad breath, and plaque having 70% of the total market share. According to Johnson & Johnson’s 2012 Annual Report one of the positive contributors to operational results was international sales of Listerine oral care products.
Wiener, R. Constance, Richard J. Crout, and Michael A. Wiener. "Toothpaste use by children, oral
Procter and Gamble (P&G) and Colgate-Palmolive (C-P) are two of the largest consumer goods company in the world and have been in the industry since the 80s. The companies manufacture and market fast moving consumer goods (FMCG) such as household products, personal care and hygiene, targeting at various segments of consumers. Among the brands carried by P&G are Downy, Olay, Tide, Clairol and Bounty. Popular brands under C-P are Palmolive, Kleenex, and Colgate.
5) What might each of the 2 sources tell you about consumer behavior in your area.
In the Dental Hygiene field, many challenges come about every day and during different situations. Every day there are new challenges and unusual situations that occur in the dental field, but one challenge that continues to come about and has been a big dispute over the years is the ability to provide beneficial information about oral health care for the underprivileged. For the individuals that are not fortunate enough to pay to have services done in the dental office, lack the knowledge of how important good oral health care is. They do not receive the one on one conversations explaining the significance of taking care of your teeth and gums that the patients who can afford to make appointments and receive essential services do. That
The history of a Dental Hygienist is very riveting. This profession was first founded in 1913 by Dr. Fones when he created the first Dental Hygiene education program in Bridgeport, Connecticut. In 1906 Fones trained Irene Newman the basics, and she was then the first Dental Hygienist in the world. Later, the founding of the first Dental Hygienist training program, many more were founded. People that decide to become a Dental Hygienist for many reasons, and one is because it is listed to be the 5th out of the “100 best jobs” in 2015. Other reasons are because the “U.S. Bureau of Labor Statistics” projects that the employment will grow to 33.3%
Tooth brushing techniques causing gingival trauma are a significant factor for gingival recession. The frequency, duration and force of brushing all contribute to recession. Excessive force and improper technique may lead to ...
In fact, 39% of people who took the Miswak Company’s survey said that they would not buy miswak because they did not want to brush their teeth with a “stick”. The company would have to ensure that the people who are buying their product are loyal to them. To ensure loyalty from customers, one of the main aspects that must be ensured is having a good quality product. Unfortunately, the miswak stick might not meet this criterion. After reviewing the survey, it can be seen that 43% of people who have tried miswak products were either very dissatisfied or somewhat dissatisfied. Even if the Miswak Company were able to sell their product to a lot of people in the first few years, they would struggle to have customers who continuously purchase their
...ategic direction of the company of holding the leadership position n the grooming market. Also, this strategy will fit with Gillette's major, sustainable, competitive advantage of being an industry innovator (3). Manufacturing the "Sensor 3 Gel" will add value to the organization, as it will reposition the Gillette Company as the undisputable industry leader.
In the $1 billion Indian Oral Care Industry, Procter & Gamble faces three main opponents: Colgate Palmolive India, Hindustan Unilever Limited and Dabur India. Colgate Palmolive India had its start in 1937 as an oral care product. SInce then, it has enjoyed 78 years as the leading oral care provider. Currently, it has 41.4% of the toothbrush market, making it the leading brand. Its toothbrushes are marketed towards any and all toothbrush users with a special emphasis towards expanding into rural markets.
Johnson&Johnson has been a consumer products manufacturer since 1886 and it is divided into three divisions which includes medical devices, pharmaceutical products, and consumer healthcare products. They create products in order to help and care people around the world and assist doctors and nurses to provide the best care for patients. Johnson&Johnson creates consumer products such as Neutrogena, Aveeno, and over the counter medications such as Tylenol and Motrin. They also create medical devices for surgeries and other specialties such as wound closure in order to enhance patient care and bring greater precision in surgery. The business model that this company approaches is that it sells its products to hospitals, healthcare professionals,